Online articles
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Displaying 1-30 of 240 results
Exclusive
Nicknames harm brand performance
- Article
- 13 Feb 2025
Research indicates that adopting customer-created nicknames like "Caddy" or "Wally World" may weaken a brand's image and lead to lower sales.
Exclusive
A better way to link sales and marketing
- Article
- 01 Nov 2024
- Prabhakant Sinha, Arun Shastri, Sally Lorimer
This article explores how a digital customer hub — a centralised platform that integrates data from various systems — can enable customer-facing teams to easily access real-time insights, work smarter, and deliver a personalised experience.
Exclusive
Watch your language
- Article
- 01 Nov 2024
- William Seidel
William Seidel warns that whilst a catchy name or slogan can enhance marketing, branding and sales, it might also confuse or offend.
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2024 Hotel Management Survey Franchise fees guide
- Article
- 01 Oct 2024
- Hotel Management
An annual survey of franchise fees for top US hotel brands, published by Hotel Management journal.
Exclusive
Top Hotel Companies 2024
- Article
- 01 Sep 2024
- Hotel Management
An annual survey of the top US hotel brands, published by Hotel Management journal. Provides details on the number of guestrooms, properties, guestrooms and properties under development
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How AI can power brand management
- Article
- 01 Sep 2024
- Julian De Freitas, Elie Ofek
This article examines AI’s emerging role in brand management. Using case studies, it presents a framework for leveraging AI to shape brand perception, enhance customer interactions, and automate creative tasks.
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Shoppers are still buying - Just not what you’re selling
- Article
- 16 Jul 2024
- Andrea Felsted
Discusses whether consumption is collapsing following the warning of Helen of Troy Inc., maker of the viral Revlon styler brush, that US consumers are financially stretched and prioritising essentials over discretionary items. Although the preliminary reading from the University of Michigan suggests consumer sentiment unexpectedly declined to the lowest level in eight months in July, there is evidence that many US consumers are still spending. According to the author, consumers are being more choosy about where they shop, with appealing products and value for money being key.
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AI in retail: Cutting-edge solutions for modern challenges
- Article
- 16 Jul 2024
- Shelby Hiter
In today's hyper-competitive retail landscape, retailers are increasingly using AI to gain advantage. AI can enhance retail operations in a growing number of ways including boosting customer engagement, improving sales and marketing strategies, optimising inventory management, streamlining supply chains and providing advanced data analytics and insights. A range of AI tools and technologies for retailers are explored with examples of how leading brands are using AI.
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From likes, shares, and comments to sales
- Article
- 20 Jun 2024
- Georgia Liadeli, Francesca Sotgiu, Peeter W.J. Verlegh
This article explores how brands can successfully leverage social media. The authors emphasise the importance of balancing emotional and informational content, and adapting strategies by country.
Exclusive
Measuring marketing performance: a better model
- Article
- 23 May 2024
- António Pimenta da Gama
This article presents an innovative model for the measurement of marketing performance. The author aims to assist marketers in selecting appropriate measures and procedures to monitor the effectiveness and efficiency of their practice.
Exclusive
Lidl v Tesco: lessons to be learned
- Article
- 20 May 2024
- Ewan Grist
Ewan Grist of Bird & Bird, who acted for Lidl in its trademark victory against Tesco, reveals some of the lessons brand owners can take from the judgment.
Exclusive
How to market green products
- Article
- 01 Mar 2024
- Goutam Challagalla, Frédéric Dalsace
Many companies overestimate consumers’ interest in sustainable products, resulting in too many products that don’t sell well. Brands need to segment their customers by attitudes toward sustainability and tailor their messages accordingly. The authors suggest three categories for consumers - Greens ('true believers'), Blues ('agnostics') and Grays ('disbelievers').
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Securing brand trust and reputation in an era of political polarisation and AI-driven disinformation
- Article
- 26 Jan 2024
- Wasim Khaled
An in-depth consideration of how brands may manage the reputational risks arising from the convergence of two major sociotechnical forces — the rise of ideological polarisation and the emergence of generative AI capable of creating convincing hoax content.
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The story of turning a family wine business into a global brand: How we did it
- Article
- 01 Jan 2024
- Gérard Bertrand
The CEO of Gérard Bertrand Group discusses how he used a vineyard inherited from his father to build Gérard Bertrand, an internationally recognized wine label with annual sales of about €180 million. In this article he explains how putting nature - both human and environmental - at the heart of his decision-making has contributed to the company’s success and continues to drive its strategy.
Exclusive
Building your brand the right way
- Article
- 01 Jan 2024
- Roger L.Martin, Jann Schwarz, Mimi Turner
The authors draw on a large database supplied by the World Advertising Research Council to empirically identify what kinds of brand advertising are most effective — both for attracting new customers and for converting them into loyal repeaters. They show that the key to successful brand building is offering a memorable, valuable, and deliverable promise to the customer. What’s more, a well-designed customer promise not only translates directly into sales but also provides an effective framework around which to organize a company’s activities.
Exclusive
Death bells? Branding in the age of smartphones and AI
- Article
- 21 Nov 2023
- Peter Horst Robert
Branding has arguably been the most crucial marketing pillar in the twentieth century. This article examines the role of branding (and brand loyalty) in the past and how it has been disrupted recently by smartphones and AI, and makes recommendations for marketers to modify how they manage brands proactively. To the best of authors’ knowledge, this is the first paper to focus on the implications of changes in the marketplace driven by smartphones and AI on the future of branding.
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What works for today's rainmakers
- Article
- 01 Nov 2023
- Rory Channer, Matthew Dixon, Karen Freeman, Ted McKenna
Business development at professional services firms is outdated, say the authors. Clients are no longer defaulting to established relationships with premium-priced providers and now often ask a range of service providers to compete for business. They share three behaviours which are core to a successful business-development approach. In their research, 'Activator' personalities build robust networks of clients, prospects, and colleagues through a proactive approach which shows a positive impact on revenue.
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A guide to real-time pricing
- Article
- 01 Nov 2023
- Marshall Fisher, Santiago Gallino, Jun Li
How to implement computer models that analyze historical sales data, capture crucial patterns, and consider not just
competitor pricing but also product availability and customer behaviour to recommend optimal prices in real time. The authors share their seven-step process, which retailers can use to unlock the full potential of their own dynamic pricing system.
Exclusive
Don't focus on likes
- Article
- 01 Nov 2023
The article focuses on social media engagement and how it impacts marketing for businesses, as reported by the research 'Let’s Give Them Something to Talk About: Which Social Media Engagements Predict Purchase Frequency?' by Timothy J. Halloran and Richard J. Lutz. The research found that of the four emoticons studied (Like, Love, Wow and Haha), only Love was associated with more-frequent purchases (an increase of 16%).
Exclusive
At the crossroads: generative AI and corporate risk management
- Article
- 12 Oct 2023
- Peter Buell Hirsch
This study aims to identify the risks to corporate reputation presented by deepfakes and how to manage them. While deepfakes have been the subject of intense interest, to the best of the author’s knowledge, this is the first attempt to look at the problem from the perspective of corporate enterprise risk.
Exclusive
Making tech the basis of a better experience
- Article
- 01 Oct 2023
- Angela Hanson
Convenience store retailers are investing in various technologies to enhance their customers' experience, despite facing resource shortages and deployment challenges. The article takes a look at the most popular additions, from consumer-facing technology like social media, digital loyalty programs, and petrol pump digital monitors to backend improvements such as enhanced inventory management and better use of loyalty data. Graphs are included showing the percentage uptake of key technology investments and those which stores plan to add.
Exclusive
The language of crowd-funding
- Article
- 01 Sep 2023
- Daniela Blei
Do crowdfunders seeking donations see different results depending on the phrasing they use? A new paper to be published in the Journal of Consumer Research investigates the language of crowdfunding appeals by mining some ten years of data from crowdfunding platforms GoFundMe and Kickstarter. Daniela Blei reports on the outcomes.
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Should you launch products during a recession?
- Article
- 01 Sep 2023
This article examines the risks and benefits of launching new consumer products during a recession, analysing how timing and recession severity influence their success.
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Do unconventional brand name spellings help sales?
- Article
- 01 Sep 2023
Short article discussing recent consumer research into how the unconventional spelling of brands impacts sales for new-to-market brands. There are some exceptions, but the findings indicate that, in general, unusual spellings carry some risk.
Exclusive
There's a new way to prove a $1,500 designer bag is real
- Article
- 30 Aug 2023
- Anna Irrera
Several major luxury fashion houses are investing in high-tech ways to track their most coveted and most expensive products. The article takes a look at why brands including Prada Group and Louis Vuitton have launched services built on the Aura consortium's blockchain technology, to allow customers to verify that their item is authentic. However, some experts are sceptical about the robustness of such blockchain solutions in real-life scenarios.
Exclusive
The succession advisor: Five ways to value an intangible asset
- Article
- 27 Aug 2023
- Gene Marks
Article on five ways to try to determine the value of an intangible asset such as a company's patent, trademarks, IP, customer lists or even brand recognition. The author ultimately recommends two simultaneous approaches and advises the seller to put the onus on the buyer to come up with an initial price.
Exclusive
The battle of Britain's luxury department stores
- Article
- 17 Aug 2023
- Hikmat Mohammed
London's luxury department stores are having a 'seesaw summer', says Mohammed Hikmat. Harrods' stellar 2022/23 financial results reflects its appeal to wealthy crowds shopping for mega brands in one place, whereas in Oxford Street Selfridges faces more than £1.7bn debt as a result of rising interest rates.
Exclusive
Even tiny website slowdowns can cost you sales
- Article
- 01 Jul 2023
The article describes how website performance can impact retailers' brand reputation and profitability. It summarizes research presented in the article “Need for Speed: The Impact of In-Process Delays on Customer Behavior in Online Retail,” published in the journal 'Operations Research', 2023. Suggestions for reducing check-out time for online shoppers are given, including offering faster payment options such as Apple Pay and Google Pay.
Exclusive
Boosting your sales reps' performance
- Article
- 01 Jul 2023
There’s a delicate balance between the roles sales staff play in finding potential customers (prospecting) and signing them up (converting). The University of Missouri’s Srinath Gopalakrishna and colleagues studied the auto insurance industry to learn more about what drives sales success. Here they share recommendations for sales managers looking to amplify their reps' productivity.
Exclusive
TikTok dupe culture can boost brand value: Brands are changing their strategies when it comes to knockoffs
- Article
- 26 Jun 2023
- Adrianne Pasquarelli
The strategies brands are deploying to tackle the ever-present problem of cheaper counterfeit items are changing. Some, like leggings brand Lululemon, are embracing so-called 'dupe culture' through 'dupe swap' events, rather than spending on traditional marketing. Others are using the trend to highlight their products as possible dupe alternatives to more expensive brands.
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